The New Era of Customer Profiling and Engagement in 2023

2023 Supply Chain Trends: Meeting the Demands of the Informed and Digital-First Consumer

The New Era of Customer Profiling and Engagement in 2023

The landscape of customer profiling and engagement is rapidly evolving in 2023, influenced by various factors, including healthcare shifts, supply chain transformations, and the rise of customer-facing platforms. Here's a comprehensive look at the latest developments in these areas:

Consumer behavior shift in Supply Chain

1. Healthcare and Corporate America's Shift in Customer Listening

  • Realization of Interdependence: Healthcare leaders increasingly understand the interdependence between business outcomes and customer listening. The trend in Google searches for terms like "customer experience," "patient experience," and "employee experience" indicates a growing emphasis on human-centered approaches​.

  • CXM 360 Conference Insights: The CXM 360 Conference highlighted a customer experience (CX) narrative shift. The focus is now on CX as a strategic partner across businesses, leveraging all customer data sources for strategic decisions and democratizing the voice of the customer​.

  • Four Essentials for the New Era:

    1. Mindset: Stronger conviction in linking business outcomes with customer feedback.

    2. Data Source: Emphasis on unsolicited, unstructured data, leveraging AI for scale.

    3. Data-backed Storytelling: Crafting and using customer stories to drive decision-making.

    4. Action: Shifting from conventional surveys to actions based on customer conversations​.

2. Navigating the 'New Customer' in Supply Chain

  • New Customer Behaviors: Today's customers are more informed and values-driven, demanding transparency, sustainability, and personalized experiences. This shift redirects supply chain priorities, as seen in the farm-to-table movement's impact on food suppliers​.

  • Transformation in Supply Chains: Consumer behavior changes have evolved from linear supply chain models to dynamic, responsive demand chains. The dramatic increase in online shopping and demand for personalized experiences necessitates a digital-first approach and the use of advanced analytics and AI​.

  • Strategies for Adaptation:

    • Digital Transformation: Investment in digital infrastructure for e-commerce.

    • Transparency and Visibility: Using IoT and blockchain for traceability.

    • Sustainable Practices: Redesigning operations for minimal environmental impact.

    • Customer-Centric Personalization: Tailoring experiences through data analytics​.

3. Leveraging Customer-Facing Platforms

  • Digital Transformation: Companies increasingly use third-party platforms for front-end functions, offering streamlined customer experiences​.

  • Benefits of Customer-Facing Platforms:

    • Cost-Effectiveness: Avoiding high upfront investments in digital interfaces.

    • Increased Market Reach: Accessing established customer bases.

    • Data Analytics: Gaining insights from user data to improve services.

    • Enhanced Brand Image: Meeting customer expectations for seamless online experiences​.

  • Key Considerations:

    • Control Over the Platform: Balancing control and visibility of platform development.

    • Customer Experience Control: Aligning platform delivery with brand values.

    • Competitive Dynamics: Differentiating offerings and maintaining competitive advantages on shared platforms​.